New Delhi: Pernod Ricard India (PRI), a worldwide leader in the spirits and wine industry, is bolstering rural development with its transformative initiatives in sustainable agriculture and community empowerment. PRI’s CSR Programmes on WAL (Water, Agriculture, Livelihoods) work with more than 10,000 farmers every year, fostering resilience, innovation, and inclusivity in the agricultural sector. The major focus of WAL is safeguarding year-round access to water to communities (4,484 million litres of groundwater recharge potential generated with 2,355 structures since 2019), promoting micro-irrigation for improved production, drought resilience, resource optimisation, and creating local value chains. So far, it has successfully increased the agricultural yield by 20 per cent and reduced input costs by 22 per cent.
PRI’s focus on collective success is evident through its eight Farmer Producer Organisations (FPOs) across five States of Rajasthan, Maharashtra, Madhya Pradesh, Punjab, and Uttar Pradesh, enhancing the livelihood of more than 4,000 farmers in 150 villages. These FPOs, led by small and marginal farmers, foster collaboration, equip them with scientific knowledge and provide access to critical resources like inputs, credit, and market intelligence.
Women empowerment is a cornerstone of PRI’s inclusive development initiatives. PRI is fostering entrepreneurial leadership among women through its 56 Women Producer Groups. Women-led microenterprises thrive in Nashik, with innovative projects like tomato polytunnels, flour mills, and sewai machines spanning three villages, seven SHGs, and 60 women. In Kanpur, PRI’s initiatives 
in papad-making and mustard oil production in Behror have transformed traditional skills into thriving, sustainable enterprises. With women now comprising 50 per cent of FPO board members and 35 per cent of its shareholders, PRI’s initiatives are rewriting the narrative of gender equity in rural economies.
Gagandeep Sethi, Senior Vice President, Integrated Operations and S&R (Sustainability & Responsibility), said, “At Pernod Ricard India, our S&R initiatives are guided by the ‘Good Times from a Good Place’ philosophy. The WAL initiative is at the forefront of all our sustainability efforts. It reflects our commitment to sustainable agriculture by empowering communities with water security, innovative practices, and meaningful impact. Through IoT technology and AI-driven analytics, PRI is driving lasting impact with data-driven insights that empower farmers to optimise resources and track sustainability metrics with precision.”
PRI’s Community Resource Centres (CRCs) serve as vital knowledge hubs, bridging traditional farming with modern agricultural practices. Offering targeted training programmes, real-time market insights, and essential resources, these CRCs empower farmers to make informed decisions, improve yields, and ensure long-term sustainability. Additionally, PRI’s ‘Kisan Sansadhan Kendras’ (Custom Hiring Centres) provide mechanised tools to 4,250 farmers across 82 villages, promoting access to mechanisation in agriculture, and resulting in increased productivity.
Through its commitment to innovation, inclusivity, and sustainability, PRI continues to be a transformative force in rural India. Its holistic approach not only addresses the immediate needs of farmers but also ensures long-term prosperity for the communities it serves. PRI’s initiatives create a ripple effect across the agricultural value chain, enhancing the livelihoods of farmers, empowering women, and paving the way for a future where rural economies thrive sustainably.
